This means companies are spending more to acquire customers but seeing lower returns on that investment. However, overall ad spending continues to climb, with India’s ad market projected to cross ₹2 trillion by 2026, led by retail media and connected TV, according to a December 2025 report by WPP Media, highlighting a clear mismatch between growth and profitability. Small brands are also among the top spenders on e-commerce and quick commerce channels, making it crucial to track their strategies.
Rising digital ad costs push brands to rethink e-commerce growth strategy
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